The two basic research approaches are quantitative and qualitative research.

Qualitative research is a holistic approach that involves discovery. Qualitative research is also described as an unfolding model that occurs in a natural setting that enables the researcher to develop a level of detail from high involvement in the actual experiences (Creswell, 1994).

Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Research Issues and Factors

• A researcher’s method of research is influenced by a number of variables such as the age of those being researched, their gender, ethnicity and social class.
• Gender:
• If you are using a structured/unstructured interview as a method, you would be careful to choose the interviewer wisely.
• Age:

Here are seven important factors affect external validity:

• Population characteristics (subjects)
• Interaction of subject selection and research.
• Descriptive explicitness of the independent variable.
• The effect of the research environment.
• Researcher or experimenter effects.
• Data collection methodology.
• The effect of time.

Theoretical Factors Affecting the Choice of Research Method

• Validity.
• Reliability.
• Representativeness.
• Five practical constraints on social research.
• Respondents should give informed consent.
• Respondents’ information should be kept confidential.
• Research should avoid harming respondents.

Factors Influencing a Sociologist’s Choice of Research Topic

• The personal interests and values of the researchers.
• Theoretical perspective/ political beliefs.
• Opportunity.
• Funding.
• Society.

The requirements of the analysis determine the best method. In choosing a method, consideration is given to some or all the following design criteria: accuracy, precision, sensitivity, selectivity, robustness, ruggedness, scale of operation, analysis time, availability of equipment, and cost.